e-s rvieneio
   e c ar
conce pt & sc


ac ourse prepared
               r
by yves pigneu



                              ...
concept
         ^
& s cenarios
s ervice
co ncept    design
           sc enario
SERVICE
f ront
s tage    online




         back
         s tage
a “service c oncept” ...
how to define




                                         illustrations.fr
A service concept defined as ...




“ actual service, and the value or
  A value proposition defines an

  benefits perceive...
FACILITATE RESEARCH AND REDUCED TRANSACTION
COSTS

SPEED UP DISTRIBUTION

IMPROVE THE QUALITY OF SERVICE

IMPROVE FACILITY...
The value proposition defines the
relationship between
                   ^according
                                to
   ...
customer roles


performance
                   cost
customer roles & life cycle



                              post
      pre




                              use
     buy
information searching
evaluating alternatives
counseling
co-creating
order taking
billing & payment
evaluating service performance
safekeeping
problem solving
repairing
transferring
performance & fulfillment of needs


              unanticipated
                            innovation
                 ex...
un anticipated
                           expected

             desired

                           post
            pre
...
cost, risk & effort

                                     direct
                                    auxiliary

          ...
value frontier
                                                                ^




                                     ...
service concept


 refund ticket




                                     customer role:
                                 ...
service (work) system

                                     customers:
 refund ticket                       remote users

...
DESIGN
the desig   ner’s
toolk it ...
s toryt elling
“Once upon a time ...”
usages ???




                         illustrations.fr
books
storyteller
movie screenplay
diary and handwriting
scena rios
“   In scenario-based design, descriptions of
    usage situations become more than just
    orienting examples and backgr...
A scenario is ...
                      ^according
                                   to Ross
                            ...
what is a persona ?




                      illustrations.fr
Persona




 archetype or stereotype of real users
 can serve as a focus in the design process
 with goals to achieve
of work practice
s cenarios
      are con structed
A scenario ...
                     ^ according
                                   to Ross
                               ...
what is an artefact ?




                        illustrations.fr
Artefact
          ^according
           Rosson
                     to




 is a (man-made or) designed entity
 reflects k...
I’D   LIKE TO GET THE
DOCUMENT   ...




                        OK, I’LL   GIVE YOU
                        THE DOCUMENT ...
service concept & scenario


 consult document                 scenario 1

                                  Cécile comes ...
ios are it  eratively
scenar
   analyzed  , revised,
       a nd refined
Claim analysis
                    ^according
                                 to Ross
                                   ...
scenario > claim analysis

      scenario 1
                                          feature
      Cécile comes at Céline...
I’D   LIKE TO GET THE
DOCUMENT   ...




                        SORRY,   YOU ARE NOT
                        ALLOWED TO G...
wing to
         efer dra faster,
   “I pr
     ing. Dra wing is
talk                  om for
 an d leave s less ro
      ...
according
                                                                                                          to
   ...
ge t users involved
to be followed ...
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Service Concept & scenario

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Transcript of "Service Concept & scenario"

  1. 1. e-s rvieneio e c ar conce pt & sc ac ourse prepared r by yves pigneu spired presentation in lds by Garr Reyno
  2. 2. concept ^ & s cenarios
  3. 3. s ervice co ncept design sc enario
  4. 4. SERVICE
  5. 5. f ront s tage online back s tage
  6. 6. a “service c oncept” ... how to define illustrations.fr
  7. 7. A service concept defined as ... “ actual service, and the value or A value proposition defines an benefits perceived by customers of the service. ”
  8. 8. FACILITATE RESEARCH AND REDUCED TRANSACTION COSTS SPEED UP DISTRIBUTION IMPROVE THE QUALITY OF SERVICE IMPROVE FACILITY AND EXPERIENCE OF BUYING IMPROVE THE TRANSPARENCY OF INFORMATION BY OPENING UP THE INFORMATION SYSTEM DEVELOP A SENSE OF COMMUNITY, AND IMPROVE THE DIFFUSION OF KNOWLEDGE, BIND COMPLEMENTARY PRODUCTS
  9. 9. The value proposition defines the relationship between ^according to Ajit Kamb il et al. the fulfillment of needs across multiple customer roles the performance attributes of services the total cost
  10. 10. customer roles performance cost
  11. 11. customer roles & life cycle post pre use buy
  12. 12. information searching
  13. 13. evaluating alternatives
  14. 14. counseling
  15. 15. co-creating
  16. 16. order taking
  17. 17. billing & payment
  18. 18. evaluating service performance
  19. 19. safekeeping
  20. 20. problem solving
  21. 21. repairing
  22. 22. transferring
  23. 23. performance & fulfillment of needs unanticipated innovation expected excelle nce desired imitative basic m e too
  24. 24. un anticipated expected desired post pre core use basic buy
  25. 25. cost, risk & effort direct auxiliary cost physical effort risk financial acquisition selection operation delay complementary functional psychological
  26. 26. value frontier ^ accord high-end ing to Ajit Ka market mbil e me too t al. imitative low cost innovation performance / cost
  27. 27. service concept refund ticket customer role: post-encounter (transfer) performance: excellence (expected) Provide an easy way to handle the cost: refund requests for unused tickets reduce effort for customer
  28. 28. service (work) system customers: refund ticket remote users information: flights customers reservations technologies: web browser phone work practices: !check reservation !cancel reservation !refund ... Provide an easy way to handle the participants: refund requests for unused tickets customer call center
  29. 29. DESIGN
  30. 30. the desig ner’s toolk it ...
  31. 31. s toryt elling
  32. 32. “Once upon a time ...” usages ??? illustrations.fr
  33. 33. books
  34. 34. storyteller
  35. 35. movie screenplay
  36. 36. diary and handwriting
  37. 37. scena rios
  38. 38. “ In scenario-based design, descriptions of usage situations become more than just orienting examples and background data, they become first-class design objects. Scenario-based design takes literally the adage that a tool is what people can do with it. ” Mary Rosson & John Carroll “Scenario-based usability engineering”
  39. 39. A scenario is ... ^according to Ross on a story about people and their activities describing current practices or hypothetical futures from the point of view of a specific persona
  40. 40. what is a persona ? illustrations.fr
  41. 41. Persona archetype or stereotype of real users can serve as a focus in the design process with goals to achieve
  42. 42. of work practice s cenarios are con structed
  43. 43. A scenario ... ^ according to Ross on “ depicts actors, goals, supportingof thoughts, other artifacts, and a sequence tools and actions, and events through which goals are achieved, transformed, obstructed, and/or abandoned. ”
  44. 44. what is an artefact ? illustrations.fr
  45. 45. Artefact ^according Rosson to is a (man-made or) designed entity reflects knowledge, roles, and procedures related to a task actual meaning apparent when observed in use
  46. 46. I’D LIKE TO GET THE DOCUMENT ... OK, I’LL GIVE YOU THE DOCUMENT ...
  47. 47. service concept & scenario consult document scenario 1 Cécile comes at Céline’s desk and ask her to consult a confidential document Céline notices that Cécile is employed by CRI and is accredited, that the document corresponds to an archive reference, and that is available. Céline records the consultation. On base of the document’s location supplied by the system, Provide an easy way to borrow a she pick up the document and give document from the library it to Cécile .
  48. 48. ios are it eratively scenar analyzed , revised, a nd refined
  49. 49. Claim analysis ^according to Ross on design feature with positive and negative impacts on use experience balanced analysis with pros and cons scenario refinement (with what-if)
  50. 50. scenario > claim analysis scenario 1 feature Cécile comes at Céline’s desk and confidentiality check ask her to consult a confidential document + Céline notices that Cécile is employed by CRI and is important feature accredited, that the document corresponds to an archive reference, and that is available. - accuracy if differed Céline records the consultation. On base of the document’s suggestion location supplied by the system, she pick up the document and give real-time checking it to Cécile .
  51. 51. I’D LIKE TO GET THE DOCUMENT ... SORRY, YOU ARE NOT ALLOWED TO GET IT
  52. 52. wing to efer dra faster, “I pr ing. Dra wing is talk om for an d leave s less ro lies” Le Co rbusier
  53. 53. according to Chen Ch ang & co to be followed ... http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners
  54. 54. ge t users involved
  55. 55. to be followed ...
  56. 56. service concept value proposition review quot; customer roles quot; performance attributes quot; cost
  57. 57. scenario stories review quot; about people and quot; their activities quot; point of view of a persona

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